Welcome to the segment "Selecting Markets in Asia". In this segment we will learn how to proceed in the selection of markets, we will discover the criteria used when selecting markets and the real fun will come when we give it a try. Let's start. Well, the selection of the objective is a process and here we have some keywords: leveling, balancing, backing and adding. These are the things that you should always keep in mind when you select your market. So let's learn what each one of these keywords mean in the context of target market selection. Leveling, what does leveling mean? I mentioned "leveling" a lot in this course, especially in the context of VSA, because that is what you want with vision, strategy and action, and the STP is a form of VSA. Of course, we have the dominant VSA, but within that dominant VSA there are the individual VSAs, as we have learned with consumer behavior. So with STP we also want something that reflects our long-term vision. And in terms of selection, it can be reflected in the type of criteria we use. Some are oriented towards future goals, they must be reflected in our strategy in terms of the are of mobility that we have in the selection of our objectives. Do not limit yourself to a single objective. Of course, it must be aligned very well with the type of actions you will take with respect to target segment chosen, and in fact, your target segment can be your point of differentiation if you are the only company that has chosen it. So, again we see that the STP is a part much more important of our VSA. And what does the balance mean? "Balance" means just that, you will want to make sure that you are not limited in terms of the type of criteria you use, in terms of the selection of your target segment, even if that means to think only about the present. And we must avoid becoming that monkey that holds a coconut in its hand, because the present market can hide, perhaps, a limited future potential. So what you want is something that is balanced in terms of the size of the present and future market. You should also make sure that you are not just taking the quantitative criteria, because many of the criteria are difficult to measure. You must also make sure that your criteria are not only externally oriented, and that also reflects internal criteria, such as your resources, especially for this class. So you must be sure that your criteria are balanced in terms of local and domestic criteria. And even more, it's not just what you do outside the internet, but also what you do on the internet. That matters in terms of how successful you will be. Well, let's see an example of a company that has selected this segment outside the internet. And that is Magnum, and not only in Thailand, but also in many other Southeast Asian countries. Magnum is an ice cream plan produced massively by Unilever, and they launched this viral company, sorry, this viral campaign called Try Shoot and Share. You can watch it on Youtube, on this link, and the key move here is that although it is a product outside the internet, it is a very good example of O2O, Offline To Online. Something you can do on the internet to promote your sale off the internet. So they were assisted by 200 or more opinion leaders, who have many followers and took pictures of themselves eating the ice cream, which was then imitated by their millions of fans, who took pictures doing the same in these social networking sites. They achieved incredible growth in a very short period of time. Again, the segments on the Internet can help your performance outside the Internet. Well, what does "backup" mean? Backup is related to contingency, because your Plan A, in other words, your primary objective, may not work. This can be due to a number of reasons such as the distribution not being as available as you assumed, and even more with luxury brands, which are changing and multiplying channels because it helps them create presence. And in fact, you can perform e-commerce on the Internet, so this is something you can plan. And further on, we will learn that Plan B is something that can be done eventually in any way. It can be part of your of the long-term road. Therefore, Plan B can actually be supported with a Plan C. And finally, "to add" means that we should consider not only a single segment, but multiple segments, but in a sequential way. It is necessary that you have a road map and it must be consistent regarding how you expand your presence in the market. This is where the demand can be a similar type of brand, and the offer may be the kind of adaptability that we learned in another segment. So anyway, there has to be this element in common created between the segments. Therefore, allowing them to have a differentiated demand, but behind the scenes, perhaps, a much more dedicated offer.
